Why Big Food Firms Are Silent as 'Dubai Chewy Cookie' Craze Sweeps Korea
Creatrip Team
a month ago
A new dessert trend, the ‘Dubai jjondeuk cookie’ (두바이쫀득쿠키 — a cookie with a chewy marshmallow exterior and crunchy kadaif and pistachio interior), has sparked long queues and sold-out convenience store versions across Seoul. But major food manufacturers are staying out, citing production limits: the cookie’s delicate chewiness and crisp layers require hand finishing that factory lines can’t replicate reliably. Executives also fear the short lifespan of viral treats after the abrupt fall of 'tanghulu' (탕후루), making multi-billion won investments in new lines risky. Convenience stores can push quick, seasonal knockoffs, but big brands avoid releasing imperfect products to protect long-term trust. The industry prefers caution — protecting reputation over chasing a fast-selling fad.
